Yahoo revealed new choices for customers this week that enable them to opt-out of customized advertising on Yahoo.com. The decision came as a result of the Congressional inquiry about customization sent to 33 companies by the House Energy and Commerce Committee, the Sunnyvale-based company explained.

Yahoo already has an existing opt-out program for customized advertising on third party networks, and the set of online privacy options comes as an addition to that.

As AnneToth, head of privacy and VP for policy at Yahoo said, Yahoo sees users' trust as one of their greatest assets, which drives them towards creating the most trusted, compelling online experience.

She also added that Yahoo is very much aware that customers want to have a choice when it comes to their online experience, and advertising is among their preferences that is more personally relevant to them.

“However, we understand that there are some users who prefer not to receive customized advertising and opt-out will offer them even greater choice,” Toth pointed out in a statement.

Yahoo responded to the letter sent earlier this week by the House Energy and Commerce Committee to 33 companies, as part of an inquiry on the extent to which companies use users' data for targeted ads, and as a necessity to answer privacy concerns.

The search giant said the new opt-out capability will be available by the end of this month in the Yahoo privacy center, which users will find easily on the home page and many other pages.

The announcement came one day after another search giant responded to the same letter by giving its customers an opt-out capability for the Google content network and DoubleClick ad serving.